the obama campaign is using latino celebrities targeting specific issues like education, immigration and even the appointment of sonya sote omier. mitt romney is using family. he talks about american values and bipartisanship. the chief marketing officer of cultural strategy, he sees obama and romney targeting specific groups in the latino community. romney chasing the more conservative cuban american vote, obama focusing on puerto rican and mexican american votes. he says to get these votes the message doesn't have to be delivered in spanish. >> we have to keep in mind that the latino community is not monolithic and they prefer to information in english. so, you have to reach latinos not only in language, but cultu culture. >> reporter: president obama has a commanding lead in latinos nationwide, but in battleground states like colorado, california and florida that mitt romney needs to win over and the fight is on. ed lavandera, cnn, san antonio, texas. >> we'll look at the impact of latino voters throughout the morning. next hour, the economy, not immigration is issue number one am